... Keywords: Advertising, Allocation, Contribution, Effects, Efforts, India, Long-term, Short-term Advertising Allocation Contribution Effects Efforts India Long-term Short-term Article Type: 2013 Awards for Excellence From: Journal of Indian Business Research...

... and long‐term effects on adjusted sales for both the brands. Practical implications Findings provide a deep insight in dynamic perspective of advertising that make them eminently suitable in the process of allocation of budget to achieve both the short‐term and long‐term goals of advertising...